How to do video prospecting?

Video prospecting is becoming an increasingly popular and effective way for salespeople to connect with potential customers. By creating short, personalized videos, sales reps can grab prospects’ attention and build trust and credibility more quickly than through traditional outreach methods. Here’s a step-by-step guide on how to successfully implement video prospecting.

What is Video Prospecting?

Video prospecting simply refers to the practice of recording and sending short, customized videos to potential customers instead of relying solely on emails or phone calls. These videos allow salespeople to add a personal touch and showcase their expertise in a more engaging, memorable way.

Typical video prospecting videos last 30 seconds to 2 minutes and are used to:

• Introduce yourself and your company
• Explain your value proposition
• Respond to a prospect’s question or concern
• Share an educational tip or how-to related to your product/service
• Invite prospects to visit your website or connect on a call

The informal, conversational style of video can help you come across as more approachable, trustworthy, and even likeable compared to other outreach mediums.

Why Use Video Prospecting?

Here are some of the major benefits of incorporating video into your prospecting efforts:

• Improved open and response rates: Videos in sales emails can boost open rates by up to 300% and increase click-through rates by 200-300%.
• Faster relationship building: Through video, prospects get to see your face and hear your voice, making it easier for them to relate to you. This accelerates the rapport-building process.
• Increased conversion rates: Companies that utilize video in their sales process can achieve conversion rates 6x higher than those that don’t.
• Higher retention: Viewers retain 95% of a message when delivered via video compared to just 10% when reading text.
• Scalability: Video allows sales reps to have more personalized conversations in less time. Rather than 1 hour calls, you can convey key information in a 2 minute video.

Video is especially impactful for complex, high-value products and services that require a lot of explanation. Seeing and hearing from an expert helps prospects better understand and visualize concepts.

How to Craft Your Video Prospecting Message

Keep these tips in mind when developing the message for your prospecting videos:

• Keep it casual and conversational. Avoid overly scripted language.
• Focus the video on the prospect’s pain points and interests, not yourself.
• Share helpful advice and education rather than pure promotion.
• Check any strong opinions or controversial topics at the door.
• Speak slowly and enunciate clearly.
• Summarize key points at the end and issue a clear CTA.
• Avoid distractions and noise in the background.

The ideal video displays warmth, expertise, and value. Write down talking points in advance to keep your message focused and impactful.

Best Practices for Filming

To create a professional, polished video prospects will take seriously, follow these best practices:

• Film against a plain background like a wall to avoid distractions.
• Use a quality camera/smartphone. Most laptop cameras will work in a pinch.
• Make sure you’re well-lit from the front to prevent shadows.
• Wear professional dress in solid, muted colors.
• Maintain good posture and eye contact with the camera lens.
• Check your audio quality to ensure clear sound with no echoes.
• Keep videos brief, shooting for under 2 minutes maximum.

Prospecting Video Tools

Specialized tools exist to help you easily record, edit, and send videos right from your computer or smartphone. Here are some top options:

These tools make it easy to record short videos with a click and seamlessly attach them to emails. Many also provide analytics about viewing and engagement.

How to Share Your Videos

When it comes to distributing your prospecting videos, you have a few options:

• Email: Embed the video directly in your email or attach the video file.
• Social media: Post natively or link to the video on platforms like LinkedIn.
• CRM: Upload and attach videos within your CRM system like Salesforce.
• Website/blog: Add videos to your website, gated content, and blog posts.
• Text: Send prospects a text with a link to your video.

Wherever you share your video, be sure to include a personalized message and clear call to action in your accompanying text.

Best Practices for Sending Prospecting Videos

To boost engagement, strategically send your prospecting videos:

• Early morning or mid-afternoon for best open rates.
• Mid-week, especially Tuesdays-Thursdays.
• After meaningful interactions like an initial call or meeting.
• To contacts who’ve shown interest by visiting your site or engaging with content.
• To address specific prospect questions or pain points.

Personalize each video to the prospect’s needs. Send a follow up email if you don’t receive a reply within a week.

Tips for an Effective Follow-Up

Always follow up your prospecting videos to encourage action. Use these tips for effective follow up:

• Thank prospects for watching and reiterate your value proposition.
• Ask for a meeting or call to continue the discussion.
• Offer to provide a demo, free trial, or custom quote.
• Direct them to a landing page with more information.
• Answer any questions they ask in reply to your video.
• At minimum, reply to keep the conversation moving.

Persistence pays off in prospecting. Nurture leads with consistent, valuable follow up until they convert to sales.

Measuring Results

Leverage data to refine your video prospecting approach over time. Metrics to track include:

• Open and click-through rates
• Video completion rates
• Prospect engagement after video outreach
• Sales qualified leads attributed to video
• Closed deals from video prospecting

Compare these metrics to results from other prospecting channels. Use insights to improve your messaging, outreach cadence, follow up, and more.

Conclusion

Video prospecting is a game changer for capturing leads’ attention and driving conversions in today’s digital age. Avoid impersonal, ignored outreach by putting a face and personality behind your message. With the right strategic approach, video can significantly boost your prospecting and sales success.

Focus on creating succinct, value-driven videos tailored to each recipient. Distribute them across channels using best practices for timing and follow up. Track data to continually refine your video prospecting process. With this comprehensive approach, video can transform your outbound efforts to engage, convert, and delight more prospects.